EB Brands Steps into the Octagon with UFC

Top provider of innovative sports and fitness equipment partners with the world’s leading mixed martial arts organization

Elmsford, NY 2014 – EB Sport Group, top provider of personal fitness products, is adding to its roster of well-recognized brands and announces a partnership with UFC®, the world’s leading mixed martial arts (MMA) organization. This partnership will bring a selection of in-home strength and conditioning equipment and accessories to fitness enthusiasts of all levels, budgets, and demographics. The fitness products will be available to consumers at some of the largest and most recognizable retailers in the nation, as well as through UFC distribution channels, beginning 2015.

“UFC fighters are among the fittest and most disciplined athletes in the world, motivating generations of fitness enthusiasts to train using a variety of techniques to reach peak form,” said Tracey Bleczinski, Senior Vice President of Global Consumer Products for UFC. “Partnering with a company like EB Brands will enable us to provide this vast consumer group with world class personal fitness products to train like champions.”

More than 35 million consumers worldwide use workouts inspired by boxing, kickboxing, and mixed martial arts, to live a fit lifestyle and this partnership will help UFC reach this enormous audience.

“Not only are we excited to be part of the growing UFC movement, but we also look forward to helping this high intensity sport expand even further,” says Herbie Calves, Senior Vice President of Marketing for EB Brands Fitness Division. “Through our partnership all MMA athletes and fitness enthusiasts will have access to a strong assortment of high quality products which will increase their performance.”

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About UFC Owned and operated by Zuffa, LLC, the UFC® is the premier mixed martial arts (MMA) organization and largest pay-per-view event provider in the world. Headquartered in Las Vegas with offices in London, Toronto, Singapore and Sao Paulo, UFC produces more than 40 live events annually that consistently sell out some of the most prestigious arenas around the globe. UFC programming is broadcast in 129 countries and territories to nearly 800 million TV households worldwide in 28 different languages. The UFC has a multi-year broadcast agreement with FOX in the U.S., which annually includes four live events broadcast on the FOX network, as well as The Ultimate Fighter® reality television show and thousands of hours of programming on FOX Sports 1 and FOX Sports 2. In 2014, UFC launched UFC FIGHT PASS™, a digital subscription service with exclusive live events, thousands of fights on-demand and original content. The UFC organization also licenses over 100 UFC GYM® locations, and owns UFC.TV® (offering live event broadcasts and video on-demand around the world), UFC FIT® (an in-home fitness and nutrition program), UFC Magazine, and has a videogame franchise with EA SPORTS, UFC Fight Club®, UFC Fan Expo®, UFC branded apparel, DVDs and Blu-rays and Topps Trading Cards. For more information, visit UFC.com and follow UFC at Facebook.com/UFC, Twitter and Instagram: @UFC.

About EB Sport GroupEB Sport Group is a leading provider of innovative sport and fitness products. The Group manages a number of well-recognized brands, distributed globally through specialty sporting goods and department stores, mass merchants and catalogs. EB Sport Group is a division of EB Brands Holdings Inc., a developer, manufacturer and marketer of a comprehensive range of consumer products through numerous retail distribution channels in the U.S and across 70 countries worldwide. Established in 1979, the worldwide headquarters are based in Elmsford, NY. For more information, visit www.ebbrands.com.

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